The agency will work on Heritage, Vasu, and Om Shanthi brands from the Cycle Pure Agarbathies portfolio.

The Mumbai-based advertising agency Cut The Crap (CTC), has won the creative and brand-building mandate for the Heritage, Vasu and Om Shanthi brands from the Cycle Pure Agarbathies portfolio.

The agency helped re-launch the Heritage brand and its associated campaign 'Phir Bhi Dil Hai Hindustani' which created a buzz.

Commenting on the appointment, Arjun Ranga, managing director, Cycle Pure Agarbathies, says, "We did look at a few agencies, but decided to go with Cut The Crap due to its proven brand-building capabilities. These are brands that will take centre-stage in the coming years, and I'm happy to have Cut The Crap partner us towards that goal."

Ranga further adds, "We have rationalised our portfolio of brands to sharply position, build, and lead all segments of the market. Moreover, we have major plans to brand the commodity market for 'puja' accessories through Om Shanthi."

Jagdish Acharya, founder and creative head, Cut The Crap, states, "I am delighted to announce our partnership with Cycle Pure Agarbathies. The partnership covers its Heritage, Vasu, and Om Shanthi brands. This is an exciting new phase for Cycle Pure Agarbathies. Our mandate is more than being the creative agency-on-record (AOR). Our task is to play a nodal role and steer the brands across traditional and new age media."

Cycle Pure Agarbathies' is the flagship brand of the Mysore-based conglomerate NR Group. Heritage Agarbathi was re-launched by Cycle Pure Agarbathies four years ago as a premium brand with mass appeal. Om Shanthi has been positioned in the 'puja' category, and has products that range from 'haldi-kumkum' to packaged ready-to-use 'sambhrani'.

Cut The Crap (CTC) is a full-service creative boutique agency based in Mumbai. Launched in 2009, and founded by Jagdish Acharya, an ex- executive creative director with DDB Mudra, the agency caters to brand-building and insight-driven creativity including case study campaigns across categories such as food, personal care, education, publication, cosmetics, cement, health and fitness, laundry care, hair care, beverages, innerwear, and Over-The-Counter (OTC).